UNIVERSITY PARK, Pa .– A faculty member renowned worldwide for his expertise in integrated marketing communications, health-related messaging, and social media campaigns, who is also an academic leader at Penn State, has been appointed first professor of advertising Donald P. Bellisario. .
Fuyuan Shen, professor and head of the Publicity / Public Relations Department, became the first faculty member in his discipline to accede to a chair named in honor of Bellisario, the distinguished alumnus who provided a Donation of $ 30 million to the University in 2017.
“Part of Don’s vision for his transformative gift was to support the work of faculty members who are some of the most gifted teachers and researchers in the field,” said Marie Hardin, Dean of Bellisario College. “Dr. Shen fits this vision perfectly because of the quality of his work and his impact as a teacher.
Shen’s designation for the Bellisario Chair will reinforce Penn State’s already strong reputation as a leader in advertising, Hardin said.
“I am deeply honored by this appointment. I feel incredibly lucky to be able to work with our talented teachers and students, ”said Shen. “With the support of the foundation, I hope to expand my research into traditional and emerging areas which I believe can deepen our understanding of advertising and the media. messages. “
Shen’s research and teaching has been recognized with the Deans’ Excellence Awards for Research and Integrated Scholarship at Bellisario College. He has also been recognized with association-wide awards for his scholarship and service. As editor-in-chief of Mass Communication and Society from 2017 to 2020, he helped shape the direction of research in communication-related disciplines.
Shen is the author of over 50 peer-reviewed journal articles and book chapters, and his edited book, “Social Media News and Its Impact, “ was published by Routledge in December.
A member of the affiliated faculty of the Media Effects Research Laboratory, housed at Bellisario College, Shen is interested in studying the effects of advertisements and other messages, in traditional and new media, on information processing and the attitudes of people. people. His previous research examined the impact of message frames and emotions on attitudes, perceptions of risk, and other cognitive or affective responses of individuals.
He teaches undergraduate courses in advertising as well as a graduate research seminar in strategic communications. He has also taught as a visiting professor at Hong Kong Baptist University and the University of Hawaii at Manoa. Students praise Shen for being approachable, caring, and efficient.
Funding for the chair was part of a $ 30 million donation from Bellisario and his wife, Vivienne. At the heart of that giveaway was a scholarship fund for communication students, with priority given to undergraduates who are U.S. Army veterans, active duty members, reservists, and service members. of the National Guard.
The donation includes support for programs and faculty, as well as funds to help launch the Bellisario Media Center, which opened to students at the start of this academic year. The Bellisario Giveaway advances “A Great Penn State for 21st Century Excellence,” a targeted campaign that seeks to elevate Penn State’s position as a leading public university in a world defined by rapid change and global connections. With the support of alumni and friends, “A Greater Penn State” seeks to meet the three key imperatives of a 21st century public university: keeping the doors of higher education open to hard-working students, their financial well-being; create transformative experiences that go beyond the classroom; and impact the world by serving communities and fueling discovery, innovation and entrepreneurship. To learn more about “A Great State of Pennsylvania for 21st Century Excellence,” visit Greaterpennstate.psu.edu.